Improving Quality Scores And Search Results

Google will soon introduce two changes designed to improve how the search engine calculates quality scores and ranks ads. While the first change aims to better evaluate the precise quality of the ad, regardless of its position on the page, the second improves how ads are positioned above search results. Since ads in high positions typically earn better click-through rates, calculating the most accurate quality scores becomes critical.

To improve quality scores, Google plans to update the portion of the quality score algorithm that accounts for ad position. This should ensure that ads compete fairly for position based on quality and bid, the company says. Google also will improve the way it determines what ads appear in the yellow region above the search results. Previously, not even ads with the highest ad ranks that didn't meet a predetermined quality threshold showed -- but that will change with this update.